A growing problem

STI rates have increased across the UK. Whilst there has been some improvement in gonorrhoea in some areas, it continues to rise in others, and the highest increases across the UK continue to be among gay men.

There has been an alarming growth in the rates of chlamydia – one in ten sexually active young women is now estimated to be infected – and
75% of all gonorrhoea diagnoses among women in 2003 were under the age of 25. STIs also disproportionately affect some black and minority ethnic communities.

Terrence Higgins Trust’s new media campaign focuses on sexually transmitted infections. The campaign uses strong, impactful images supporting a simple message. The aim of the campaign is to reduce the time between the symptoms of an STI being noticed, and the STI being checked and treated. It is particularly effective if used in conjunction with steps to increase access to sexual health services.

The campaign has been developed to reach a wide audience, men and women, gay and straight. Particular attention has been given to ensuring that the campaign reaches those most affected by STIs: women under 25 years old, black and minority ethnic communities, and gay men.

In developing the campaign, Terrence Higgins Trust undertook extensive pre-testing and ran focus groups with target audiences. Our research partner, Cambridge Health Evaluation Consultancy, held focus groups with men and women, mixed groups, and young people. The research showed that both men and women found the campaign powerful, engaging and impactful.

The graphic representation of the symptoms of STIs had a strong resonance and impact with young people, whilst men were equally as likely to be engaged by the images of women as of men.